Module Five: Promoting Cycling

This module explores the opportunities available to local authorities to promote cycling. It will look at how positive messages can be delivered through the use of the media and local promotional activities and publications.

This module explains

• Key principles of marketing

 - Understanding the target market
 - Identifying market potential
 - Selling the benefits

• Tools and methods available that can make consumers aware of a product including the important role that infrastructure and signing can play in promoting cycling.
• The specialist nature of ‘social marketing’ of non-commercial services and the benefits of those services